The Coffee Club boasts modern twist in most drastic revamp yet
“Biggest ever transformation” in the coffee chain’s history.
The Coffee Club has been around for 25 years now, establishing itself as Australia’s leading home-grown café group with more than 40 million coffee cups served to-date.
But a quarter of a decade is enough time for a new generation of coffee drinkers and diners to grow up. These high-spending contemporary consumers seem to be at the center of the coffee chain’s latest and most ambitious revamp.
The Coffee Club will leave little of its current store design untouched for its 25th anniversary makeover: It plans to re-fit stores for a more contemporary look, introduce a new nationwide menu filled with fresh dishes, expand its daytime and after 5PM menus, and offer Grab and go options alongside improved customer service.
New contemporary look
The Coffee Club said it will update its stores with more modern interiors, fittings and display signs – a visual overhaul that hopefully surprises customers in a delighted way.
“The new contemporary look for The Coffee Club is about embracing the future and offering our customers a fresh new look and an uplifting experience, said John Lazarou, Director of The Coffee Club.
“We want people to walk into one of our new stores and think ‘Wow, The Coffee Club has changed.’”
Lazarou said the new stores will boast of textured walls made from brick work, modernised cabinets, easier to read menu boards, re-designed table menus and a variety of seating options to accommodate solo diners to big groups.
New daytime menus
The Coffee Club, which is known and loved for its all day breakfast, will also be offering lighter daytime menus -- Bircher Muesli, Seasonal Fruit Salad and the Light Start Breakfast – that satisfy the controlled cravings of Australians during the hectic weekdays.
“We will always have our famous all day breakfast but we wanted to add to our morning offering to suit the different eating occasions,” said Lazarou.
“For example people eating during the week before work or have a breakfast meeting might be after something lighter but on a weekend customers are happy to indulge a little more. We want to offer great variety for everyone, everyday day of the week.”
Looking through the other new daytime menus, from the Roasted Beetroot to the Feta and Candied Walnut Salad to the pick-your-own-ingredients Omelette Bar, it is clear that The Coffee Club wants to capture the growing number of health-conscious breakfast eaters.
“Customers are much more conscious of what they are eating, the quality of the food and where it's from,” said Lazarou.
New after 5PM menus
The Coffee Club is not only courting a broader breakfast crowd, it is also inviting groups to consider The Coffee Club as their new dinner hangout.
To do so, The Coffee Club has created new after 5PM menus to be offered at selected cafe bar restaurants. The after 5PM menus consists of tasting platters good for up to four people, and so-called “gastro-meal” selections like Chicken Breast & Haloumi Skewers and Portuguese-style Chicken.
“When it comes to catching up with friends or enjoying a night out people are looking more to ‘share options’ rather than just main meals,” said Lazarou.
“Share options give people the chance to sample new things and enjoy with friends. It's the perfect addition to our after 5pm menu particularly for friends catching up after work or before going to a movie.”
Two favorites added permanently
On top of the new breakfast and after 5PM items, The Coffee Club has also added two top-selling promotion favorites to its menu: The Philly Cheese Steak and Reuben Ultimate Sandwiches and the Salmon and Avocado Stack.
Better value, service and convenience
To round out its store re-design, The Coffee Club promised better value, service and convenience when customers step into its renovated stores.
Lazarou said that despite rolling out what seems to be fancier offerings and a more premium dining setting, The Coffee Club has not budged from its core proposition: Good value meals.
“The Coffee Club has always been known for good value meals and we want to ensure that remains. Our focus in on ensuring great quality at a price which reflects great value” said Lazarou.
If anything, The Coffee Club is out to deliver more value to its diners, what with plans afoot to increase staff training and offering a new Grab and go option.
“We have reinvigorated our whole in-store experience and that includes training all our staff in the best customer service possible. The roll out of new uniforms soon will further enhance our fresh look,” said Lazarou.
“Our new Grab and go offering is about convenience. We want customer to be able to pick up breakfast with their morning coffee or grab something for lunch on their way into work. These new options are all made fresh in store daily and are designed to pick up quickly and enjoy immediately or later,” added Lazarou.
